Dettol SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 17322
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SWOT Analysis of Dettol with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dettol

Parent Company

Reckitt Benckiser

Category

Personal care brand

Sector

FMCG

Tagline/ Slogan

Be 100% sure

USP

The first of its kind in anti-bacterial segment.

STP

Segment

Anti-bacterial

Target Group

All age groups

Positioning

Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value

SWOT Analysis

Strengths

1. The brand’s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB).

2. Excellent for treating skin irritations, cuts/bruises and seasonal applications.

3. Brand comes from a reputable (old) company

4. Loyal following of ‘Original’
5. Increasing popularity of Dettol soap as a germ killer and hygienic soap
6. Has products like antiseptic liquid, soaps, sanitizers, bodywash etc

Weaknesses

1. Despite excellent product, limited penetration in rural markets
2. Competition from other similar products means stagnant market share

Opportunities

1. Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition.
2. Tie-ups with schools, hospitals, hotel chains etc
3. Better penetration in rural markets and emerging economies

Threats

1.Other main players in the antibacterial  category
2. Other emerging players and alternatives available

Competition

Competitors

1.Savlon
2.Safegaurd
3. Lifebuoy



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